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IMAGINATION ZONE

LEGOLAND Florida, 2018

Concept design

Creative master-planning

Graphic Design

Art direction

An indoor hands-on interactive centre where guests can learn and play with LEGO in different ways.

The Imagination Zone is one of the rare indoor sections of LEGOLAND Florida and - at the time of development - in need of some TLC. I led the initial concept phase, starting with research and mood boards, and directed external partners to execute.

Due to the strict time and budget constraints, we had to carefully manage our resources and still deliver something bespoke and engaging for the guests. To that end, we introduced a unique digital interactive that has since been rolled out to other parks, a never-before-seen flying interactive, and some unique LEGO models.